Honda Odyssey: Honda Odyssey: Be our best critic

For the 2014 all-new Honda Odyssey launch, the car-maker needed to win the trust of Australians and drive sales on a relatively modest budget. Previous Honda launches had found favour with professional critics but sales had been weak.This case features a campaign based on the insight that if mums were the category's main buyers, why not listen to their opinions rather than those of traditional critics? Using Facebook, a search was instigated to find the best 'mum critic'. The winning review of the new model was run in a TV spot and in print. This case demonstrates how the campaign increased trust in the brand to a record high, and sales volumes of the Odyssey exceeded target by 60 per cent, generating an estimated gross profit return of AUSD 14.11 for every AUSD 1 invested.